Jewelry Industry Upstart Aims to Upend Cultural Norms

Farah Wasi Ghatala knew what she was wired for from a very young age. Farah had a passion for culture and the arts, unlike the average kid with a goal for a career in traditional white-collar professions like medicine or law. The arts were a natural calling for her since it was the proper avenue to display her unique, creative nous. Her artistic nature translated into her pursuing a degree in the arts. She bagged her degree from the reputable Academy of Arts, University of San Francisco, where she got the opportunity to gain a deeper understanding of art history and cultures worldwide. Her worldwide appreciation for art pieces and cultures motivated her to establish the jewelry brand Wasee Jewels in 2016.

The story behind the success and widespread acceptance of Farah Wasi Ghatala’s vision is one of perseverance. Wasee Jewels started in 2016 as a small project in Ghatala’s home. Despite being a middle-aged woman, she never let that act as a deterrent. Instead, she believed in her ability to overcome the challenges that were sure to come up in establishing her jewelry brand. She was also driven by her vision of inclusivity and the representation of cultural minorities in the jewelry industry.

The jewelry industry has a long history of underrepresenting cultures and ethnicities worldwide with its predominant Eurocentric beauty standards. Farah Wasi Ghatala views Wasee Jewels as a minor step in correcting that through its patiently handcrafted jewels. Her identification with cultural minorities and incorporation of the artistic peculiarities of less-represented cultures in her creative process stems from her history as a Pakistani-American who grew up in Karachi and once worked as a clothes designer in a small boutique in the city.

Farah Wasi Ghatala’s vision for her jewelry brand does not stop at just cultural representation. She is equally driven by her goal of Wasee Jewels highlighting the individual style of whoever spots the jewels created by the brand. Ghatala ensures that her team of creative designers embody this value during the creative process for her jewels. She wants the jewels created by the brand to outlast jewelry trends and retain their style for years on end. Likewise, Wasee Jewels want its jewels to remain timeless.

Under her direction, Wasee Jewels has achieved success in such a short time. From Doja Cat and Tabitha Brown to Jhene Aiko and Lil Nas X, several celebrities have been spotted wearing jewels created by Wasee Jewels. In addition, jewels by the brand have also graced such celebrated events in music and film as the Cannes festival and the Grammys.

Despite her success so far, Ghatala regards it as just the beginning. She envisions Wasee Jewels gaining greater acceptance among American people from different cultural backgrounds. She also sees Wasee Jewels becoming a significant player in the jewelry industry with a name as famous as Chanel or Gucci without compromising their fundamental value of representing cultural diversity or kowtowing to the Eurocentric beauty standards that drive the most recognizable brands. She also hopes that Wasee Jewels will become an eco-sustainable company within the next five years while maintaining an ethical stance regarding the proper remuneration of artisans and the sourcing of gemstones and materials.